The Huge Mistake Sales Leaders Make When Purchasing a CRM

这是旧消息，不仅仅bob官网官方网站是所有CRM实施失败的60％。这个数字应该使销售经理在晚上保持良好状态，因为这意味着，每天，预计成千上万的销售团队将与他们的技术房屋合作。

Companies must choose their CRM based on the needs of their stakeholders in their organization. Just as marketing teams create buyer personas to represent segments of the market, sales leaders should examine the needs of their end users when choosing a software platform.

CRM软件的最终用户是销售代表。bob电竞官方下载但是，通常，销售经理的优先级优先于代表。当然，为所有利益相关者（经理，运营，营销人员和代表）提供所需的工具是任何CRM系统的关键方面。但是，销售负责人必须找到并配置满足这些不同需求的系统，同时仍提供其主要功能：支持各个销售人员。

复杂性对不同的群体的影响不同

Charting a path forward requires some serious strategizing. No matter what advanced features yourbob全站app公司需要CRM, it’s imperative that your sales team isn’t bottlenecked by complexity and prevented from accessing the tools they need most. Every user and every team has a different tolerance for complexity in their software systems.

Salespeople who often need to access client information quickly and occasionally under difficult circumstances have a very low tolerance for complexity in their system. In contrast, managers, marketers, and other power users, have a much higher tolerance for complexity in their software because they’re used to working with deeper insights from aggregated reports. Understanding where your end users fall in this continuum is essential to a proper purchase decision.Choosing a CRM（或任何此事的任bob电竞官方下载何软件）是为了向电力用户提供所需的高级功能，同时屏蔽弱势用户免受其他复杂性。

了解您的用户

销售leaders need to be especially cognizant of their reps’ time. A sales team’s productivity depends on being able to eliminate complexity and extraneous activities. This need for simplicity unsurprisingly is mirrored in the CRM system. Salespeople spend so much time every day using their CRM that even small complexities in the experience can have outsized impacts on their overall productivity.

营销人员和商业智能分析师等其他用户可能需要更深入地了解CRM中的数据。因为他们试图从数据中获得洞察力，而不是实时访问客户数据，所以他们的工作节奏可能会慢。此外，大多数分析师都在几个平台之间分配时间，而不是像销售人员那样仅依靠其CRM。

Sales managers sit somewhere in the middle. They are still close enough to customers and their reps that they often need to access the same data salespeople do. At the same time, managers rely on and create larger reports. Sales managers need simple and easily customizable reporting options to fill that can be set up and refreshed again and again.

购买CRM时要寻找什么

显然，任何人CRM solution your organization adopts需要对广泛的用户有用。采用best CRM systemis supplying advanced features to power users while maintaining an interface conducive to efficiency for the frontline reps in your company. The key is to think of these needs as two separate sets of tools built on the same platform. While both advanced reporting features and selling tools are accessible from the same place, they should be positioned in such a way within the platform that users can access the tools they need without tripping over unneeded features.

In the absence of a CRM with tools segmented by roles, keep in mind the tolerance for complexity we discussed above. When presented side by side, the logic of this approach is clear, but the majority of purchasing decisions are made with the latter. By addressing the needs of business units that are the most vulnerable to complexitybefore investing in a CRM，公司可以实现生产力和收养方面的巨大提高。

禅宗纽曼is a marketing analyst atPipelineDeals。